No other advertising medium has the power that search engine optimization has for a business. The power of national SEO for a business that is trying to expand into other markets will carry more weight per dollar than other forms of advertising like television, radio, newspaper and yellow pages. The ability to target prospective customers to a single search query is very powerful. And, the ability to turn the tables where a customer is looking for you rather than you seeking them out has real advantages.
With national SEO you are building a website and having it rank on terms that would be customers are using to find your services. When you use other forms of advertising like television you are basically throwing something out there and hoping to reel something in. It can be good for branding purposes, but finding customers is a numbers game.
With SEO, the customer has a problem they need addresses immediately and they go to the search engines to look for answers. Ideally, they will find your website at the top and contact you for help with their problem.
At the heart of SEO is the key word itself. This is the word or phrase the searcher is typing into the search bar to find your business. You have to get into the head of the searcher and think of all the different terms they will use to find your products and services.
Once you have a list of keyphrases at your disposal, you can plug these into a keyword tool and amass hundreds of more variations to use. This will help you build a stellar content strategy which will be a step to address later on.
On page optimization is another important aspect of SEO. This involves tweaking and designing the content on the site itself to be favorable to the search engines. Writing good content with the above keyphrases is important in this step. But, it is key not to stuff the words into the content. Also, you will want to make sure you are using the meta tags, internal linking, pictures and other assets correctly.
The last phase is the offpage optimizations. This is the link building that you may have heard about. You need to be careful with this step and not try to manipulate and abuse the links you get. The search engines can detect this now and will potentially black list you from the listing if they detect unnatural link building on your part. A good strategy is to ask other sites if you can write guest content for them and post a link back to your site as a trade.
SEO is a powerful form of advertising that should not be ignored by any business wishing to expand their reach. It is a very targeted form of advertising that levels the playing field and puts the power of marketing in the business by having the customers chase the business rather than the other way around.